Sports Nutrition in Turkey

PROSPECTS

Category witnessing a gradual shift from non-protein to protein products

Many Turkish consumers of sports nutrition are gradually switching from non-protein to protein products thanks to the pleasant taste of protein powder, new flavours and formats and the frequent recommendations of fitness trainers for their clients to consume protein powder before or after a workout. Protein and other ingredients are becoming increasingly accepted, not only by fitness enthusiasts and bodybuilders but also by Turkey’s many cyclists and runners.

Sports nutrition continues to register a strong performance

Due to the increasing number of shopping centres in the country which also feature health clubs, especially those located in large urban areas, sports nutrition continued to register a strong performance in 2018. The category is benefiting greatly from the increasing popularity of taking regular exercise among the Turkish population.

Internet retailing remains the leading distribution channel for sports nutrition

In 2018, internet retailing accounted for nearly one half of overall sports nutrition value sales, having continued to grow its share over the review period. As a result, the leading companies are expected to invest further in internet retailing, including the mobile channel, over the forecast period as internet purchases are particularly popular among younger consumers.

COMPETITIVE LANDSCAPE

Valeo becomes the new distributor for GNC in Turkey

The previous distributor of the GNC brand filed for bankruptcy in 2016 and had closed all of its outlets by January 2017, with online sales also coming to an end. In 2018, however, Valeo Ilaç became the new distributor for GNC in Turkey.

Majority of brands owned by international companies

In 2018, international brands continued to be marketed by local representatives or their owners’ local offices. Glanbia, with its Optimum Nutrition brand, remained the leading player in sports nutrition, having significantly grown its share over the review period.

Marketing and advertising largely focused on the online channel

The marketing and advertising of sports nutrition in 2018 continued to be focused mainly on the online channel, primarily company websites, but also in-store promotions. The offer of free delivery is a common way of promoting sports nutrition products online.

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